4 Ways TikTok Is Redefining Senior Living Social Media

senior woman in an apron starting a tiktok video

Whether you’ve heard about it, tried it out, or use it regularly, TikTok is taking the world by storm.

This social media platform, which focuses on short-form video, is seemingly on everyone’s mind in one sense or another, and more often than not, people are following suit and creating accounts.

If you’re among those who don’t know much about TikTok, are curious about it, or are ready to join the ranks of those who are cashing in on content creation, there’s never been a better time to get in on the trend.

What is TikTok?

TikTok is an app and social media platform where people create video content, partake in social media trends, and even participate in digital marketing. In fact, TikTok for business is a move many companies are making.

TikTok can easily be downloaded from the app store, and creating content can happen almost instantly.

Who uses TikTok?

While it’s true that younger generations make up the bulk of TikTok users, with 18- to 24-year-olds being among the most active users, those 25 to 34 aren’t far behind, according to Statistica. Those 35 to 44 also make up around 13.3% of users. As age increases, the likelihood of use decreases; however, some seniors 55 and up do actively use TikTok.

4 ways TikTok is redefining social media – especially in senior living.

With those of all ages using TikTok, it’s important to seize the opportunities it provides, including those within the senior living industry. How is TikTok being used in senior living currently, and how can you use TikTok for senior living marketing? We’re breaking it down below.

Enhancing brand awareness.

TikTok ads and videos can help communities highlight what’s most important. Whether you showcase a daily wellness video, give an inside look at your enriching programming, or simply show what life – and fun – looks like there, TikTok can make it shine.

Some communities choose to use specific senior living hashtags, host brand takeovers, try branded hashtag challenges, and more to help increase their brand awareness.

Breaking down senior living stereotypes.

When it comes to senior living, people can tend to have negative perceptions because of outdated stereotypes. These can be busted by sharing what life is truly like there – that it’s not what it used to be, and that it’s better than ever.

TikTok videos that highlight what we can learn from seniors, feel-good stories and life advice often serve as great public relations opportunities, all while showing how you enhance life. In fact, many news stations are picking these up and showing off senior TikTok influencers.

Recruiting team members.

Some senior living communities use TikTok to recruit new team members. This is because it offers those searching for a job excitement in feeling like they could work somewhere and enjoy a career that’s fun, relatable and fulfilling. Not to mention there is a large population of nurses and medical assistants on the platform, making it easier to reach them and pique their curiosity.

Providing information for adult children.

Adult children are getting a very literal inside look at what is really going on at senior living communities, thanks to the ability for unscripted content that TikTok offers. This is one of the best ways to use TikTok for marketing.

With the TikTok videos senior living communities are sharing, adult children are seeing resident joy, the loving care of the staff, the creative activities, and the lifestyle their parents could be enjoying firsthand. These videos also put a face to peace of mind by visually exploring what the community will offer. Much of the time, this will entice both adult children and their senior parents to tour and consider your community.

Time is ticking! Why you should be on TikTok now.

It’s more than just a trend.

While there are a plethora of reasons you should start a TikTok account now, one of the most compelling reasons is that short-form video is the new social media. Whether videos are being shared on Facebook, Instagram, Twitter, LinkedIn and – of course – TikTok itself, this social platform provides a simple way to interact and gain information.

You can expand your audience.

TikTok’s algorithm is making it even easier to connect, engage and expand your audience. Unlike other platforms, where you may need to add someone as a friend, have others follow you, or pay to have feed ads dispersed, anyone can see your videos on TikTok –  which makes it easier to go viral as well.

Samantha Travis, social media marketing specialist at SageAge, shares, “As the popularity of TikTok has grown, it’s becoming increasingly clear that going viral is way easier to do on this app compared to other social media platforms. This is partly due to how the app’s ‘For You Page’ algorithm works.”

She adds that “TikTok monitors users’ data to provide a page that is tailored to each individual user. It’s a place where you have three minutes maximum to tell a story and captivate an audience that is already inclined to engage with your content.”

“Whether it’s #NurseTok, #MomsOfTikTok, or any other option, every personality and lifestyle trait has its own niche, engaged audience, making TikTok a versatile way to catch your target audience’s attention,” Samantha says. “The versatility of the platform is part of the reason why now is the perfect time to get started growing your followers.”

There’s plenty of room to grow – before it’s oversaturated.

While some may be hesitant to get started, many are already well on their way to a vast following, which is beneficial, as older and current generations are likely to continue getting involved on this platform, just as they did with other forms of social media.

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